Reborn multinational giant

Although Feng Xue was pregnant, it was impossible to stay at home to give birth in her character. Besides, she was just pregnant. Except for the usual diet and breathing, it was not necessary to make a big fuss.

As an old husband, Fang Zhe, although he should still be busy with his career, his thoughts about Feng Xue's “daughter” are deepening.

Yes, my daughter, although Feng Xue is less than a month pregnant, I don't know if the baby is a man or a woman, but Fang Zhe himself wants the baby to be a daughter, so that he can love her well and make her the happiest little princess in the world.

Of course, Fang Zhe did not have the idea of preference for sons. He just thought that if he had a son, he would be the richest and richest generation in the world. He was really worried that his son would become Wang Xiao Yin, the kind of playboy who talks about rumors with women all the time.

The old saying that poor children have rich daughters still makes a lot of sense!

Fang Zhe wanted to spoil her daughter's mind unquestionably, and in early June, Xiaomi officially also released a woman's spoil artifact, Xiaomi pad 2.

The reason it's called Xiaomi Pad 2 is that as early as last spring, Xiaomi has released the first generation of Xiaomi Pad.

However, the first generation of Xiaomi pads, like Xiaomi phones, bracelets and other Xiaomi products, exploded red as soon as they were released.

Conversely, because of poor experience in use, unclear product positioning and low prices, Xiaomi pad sales are very poor, Xiaomi pad, is the entire Xiaomi hardware ecosystem, the worst and weakest shortboard performance.

Yes, last summer, President Lei and Xiaomi's senior management decided to carry out a radical reform of Xiaomi pad business, and invited Xiaomi's chief advisor Fang Chue to attend Xiaomi pad's product seminar.

Why did the first generation of Xiaomi pads fail? Mi, do you want to keep doing pad? What should the next generation of Xiaomi pads do and what is the product positioning?

These three issues are the focus of this Xiaomi Pad product workshop.

At the beginning of the seminar, Li Chuangqi, the head of Xiaomi pad business, stood up in front of President Lei, Fang Zhe and many executives of Xiaomi, and conducted a self-review, review and reflection on the reasons for Xiaomi pad's failure.

Xiaomi in this life has the help of Fang Zhe. Whether in mobile phones, hardware ecosystems or going out to sea, they are more outstanding than in previous life. It can be said that Xiaomi made a product into a product, but in such a situation, Xiaomi Pad failed. Whether it is confidence in Xiaomi's credibility or Xiaomi executives, it has a great impact and blow.

“Third, the Android tablet ecosystem is immature.

The ios ecosystem where Apple iPad is located has abundant apps on the AppStore, and app developers are also committed to adapting to Apple iPad. Even many developers and app developers have developed independent apps specifically for iPad, and users have a good application experience on Apple iPad.

In contrast, in the Android ecosystem, many app developers do not specifically optimize and adapt to Android tablets, let alone develop separate apps for Android tablets, which leads to a worse Android tablet experience than the iPad experience.

Fourth, product positioning, "

“Stop, stop, stop!" General Lei was gloomy, interrupting Li Chuangqi, head of Xiaomi pad, 's self-review and reflection on Xiaomi pad's failure. Although his reflection and review made a lot of sense, he attributed the cause and problems of failure to the product and the external environment.

Instead, they ignored one of the most important questions, which is, why would they still make a failed Xiaomi pad if they knew there were so many problems? Behind this, I am afraid there are major problems in the management and system of millet.

“You have done a good job of reviewing the product, but before you ask these questions, I would like to hear why your department sold such a loose product directly to consumers in the beginning, so that the product could be put on the production line and even directly distributed."

Mr Ray asked in a majestic cross-examination.

The executives here looked at each other, and Li Chuangqi, head of Xiaomi pad, who was conducting a review and reflection, looked up at Ray with a shrill look. And his heart cried out:

“President Lui, we started as Xiaomi pad, but you nodded and signed it. You also participated in the product seminar of the first generation of Xiaomi pad. When the first generation of Xiaomi pad prototype came out, you laughed and praised it. How did you get here...”

Li Chuangqi's shout can only be carried out in silence in his heart. As a subordinate, it is his duty to carry the pot.

Although Fang Zhe did not participate in the product seminar of the first generation of Xiaomi Pad, he scanned the executives' expressions and knew the biggest pot, and Ray always had to carry it.

He said, "Mr. Lui, let him speak first. When he finishes speaking, it's not too late for us to reflect on management and institutional issues. ”

President Lei glanced at Fang Zhe, nodded and did not speak anymore. Li Chuangqi was only in a mood of frustration and continued his reflection and review. When he reviewed last night and sat down under Fang Zhe's eyes, his forehead and back had developed a lot of cold sweat.

The atmosphere in the meeting room was somewhat awkward and heavy, and Fang Zhe said again to break the impasse:

“President Li's product reflection and review is very well done. The several points he said are important reasons for the failure of the first generation of Xiaomi pad. We will go on to talk about why such a loose product was not discovered when you conducted the first generation of pad product seminars. Instead, it was just released until the product was launched, released and sold to consumers, causing Xiaomi's brand reputation and reputation to be damaged.

Behind this, there is a big problem inside of us Xiaomi. ”

Speaking of which, Fang Zhe paused. President Ray and all the executives at the scene looked at Fang Zhe and waited for his answer.

“Pride!"

Fang Zhe said a word.

Whether it was President Ray or Xiaomi's executives, listening to Fang Zhe's unexpected answer, there was some confusion in their hearts, some feeling of being hit on the face, and some waking up and drinking as a head stick.

If others say Xiaomi is proud, President Lui and Xiaomi executives, at best laugh and will not listen, but now it is Fang Zhe, Xiaomi's chief advisor, Xiaomi's co-founder and one of the founders, Lui and Xiaomi executives, must listen, must not reflect.

“Is Xiaomi proud?" President Ray and Xiaomi executives silently pondered the issue.

Authorities are overwhelmed by spectators. It is easy to be proud of a person's great success, and it is also easy to be proud of a company's great success.

In just four or five years since its inception, Xiaomi has been one of the world's top five manufacturers of mobile phones. In China and some Southeast and Central Asian markets, Xiaomi has gained the highest market share of low-end and middle-end mobile phones.

In India and other developing countries, as well as in Western Europe, Xiaomi's market share is also rapidly catching up with Samsung, and trust will soon be able to catch up with Samsung, becoming the number one mobile brand in many countries and regions.

In the product category, Xiaomi uses Xiaomi mobile phones as the core to build the Xiaomi ecosystem chain according to the hardware ecosystem strategy, including headphones, power bank, bracelets, television, routers and other products, all have achieved very good results and good reputation.

Such a remarkable and excellent result, so that Xiaomi executives, including General Manager Ray, are a little drifty, a little overconfident, think that Xiaomi's products should be successful, until this time, encounter Xiaomi pad Waterloo.

If Sum Lei and Chuangqi Li and Xiaomi's executives had been more careful and serious in making the first generation of Xiaomi pads, perhaps the first generation of Xiaomi pads would not have encountered such a big failure.

Fang Zhe raised the question of Xiaomi's pride, causing the reflection of President Lui and Xiaomi executives. Soon, the first half of this seminar became the reflection meeting and review meeting led by President Lui. It was not until two hours later that everyone's topics and discussion points refocused on Xiaomi pad.

In the past two hours, Li Chuangqi and Xiaomi executives have analyzed the reasons for the failure of the first generation of Xiaomi pad. Even Fang Zhe has nothing to add.

Next, everyone discussed the second issue that hardly needs to be discussed. Should Xiaomi continue to pad?

Although this problem was thrown by General Manager Lui at the beginning, General Manager Lui threw this problem, more to elicit executive reflection and self-blame. Whether it is General Manager Lui or Xiaomi executives, it is unwilling and impossible to completely abandon Xiaomi pad because of a failure.

“We Xiaomi was founded in failure. When Xiaomi first launched MIUI, MIUI had all kinds of small problems. But with the strength of vowing not to do well, we made MIUI one of the best Android systems in the country and even in the world.

This time, too, although the first generation of Xiaomi pad has poor grades and user feedback, at least we have run through the entire process of Xiaomi pad, what we lack is a determination to make Xiaomi pad, and then just a little bit of dead kowtow, until the Xiaomi pad, like an ipad, even a tablet better than the ipad. ”Ray's determination and decision to continue with Xiaomi's pad was confirmed by a passage.

“Next question, what should the next generation of Xiaomi pads do and what is the product positioning? Since the first generation of Xiaomi pads failed, we completely discarded everything about the first generation of Xiaomi pads. Now that there is no pad in Xiaomi, we reopen a product seminar. Whether it's the market environment or product positioning, the discussion has to be revisited.” Mr Ray spoke.

Many Xiaomi executives have reoriented their minds, and they are eager to make a truly powerful Xiaomi pad, a shame before snow!

“Now that we have a fresh start, let's start with the market environment. Currently, the global tablet market is shipping about 220 million units per year, and shipping about 40 million to 70 million units per quarter. The tablet brands ranked 5 have Apple, Samsung, Asus, Lenovo, Amazon.

Among them, Apple iPad accounts for less than 30% of the global market share, and it is still declining every year. Samsung accounts for about 15% of the global market share, and the remaining market share is divided by other brands and Microsoft surface series.

Besides, in the domestic market, the annual shipment of domestic tablets is about 20 million, accounting for about 10% of the global market. The top five brands are Apple, Samsung, Lenovo, Radio, and Onda.

Among them, Apple alone occupies nearly 60% of the market share, Samsung's second market share is about 10%, Lenovo's third market share is less than 10%, while the remaining radio, Onda, and other brands are all miscellaneous tablets in the market.

Both current market conditions and institutional forecasts over the past two years suggest that the global and domestic tablet market has entered a period of saturation and recession, which means that in the coming years, the global and domestic tablet market will continue to decline in volume and the competition pattern of the entire market will intensify.

However, although shipping is declining, global and domestic tablet holdings are also very impressive. According to many third-party agencies, global tablet holdings and users will exceed 1 billion in the next five years, and domestic tablet holdings and users will exceed 150 million or even 200 million. ”

The head of the Marketing Department began with a brief introduction to the current market environment in the global and domestic tablet industries.

“One over one strong, miscellaneous cards are chaotic!" Fang Zhe made a simple review.

Excellent! Whether it's General Manager Lei or Xiaomi's other executives, they are profoundly in agreement with each other's simple eight words. One word is super, apple, one strong, and Samsung. Besides that, whether it's Lenovo or Asus tablet brand, it's all about selling tablets when selling computers, not to mention other miscellaneous cards such as radio.

This market pattern is more pronounced in China, where the Apple family has a 60% market share, which makes people feel fearful.

However, this also explains that none of the domestic Android tablet brands can play. If Xiaomi can make a difference in this field, she can quickly grab a lot of market share and compete with the Apple Chamber.

After Fang Zhe made a simple evaluation, President Lei and Xiaomi executives also made various statements.

“Although the market for tablets has gradually become saturated, we must also become tablets for nearly 200 million domestic and nearly 1 billion global holdings. ”

“Yes, we can't lack the tablet as an important link in Xiaomi's ecological chain. ”

“Samsung phones have been defeated in domestic festivals for several years, and are almost forced out of the domestic market by some of our major domestic mobile phone brands. The tablet market is the same. If we don't do it, other domestic mobile phone brands will definitely do it as well. ”

“Huawei's mediapad series has been in place for many years, and the results are not bad. We don't have to be discouraged by one failure. ”

“But how do we locate the millet pad? Apple's iPad has strengths in everything from performance to experience, and we used to position value for money just like mobile phones, and now the market doesn't seem to buy it. ”

“I think the idea of value for money is right, but the application ecology of Android tablets is so bad, and the number of users is so small. For domestic purposes, 20 million tablets, leaving 60% of the apples eaten, and less than 8 million for Android tablets. How can Android tablet manufacturers grab such a number of users? The operating systems and program interfaces of each tablet are different. No developer is willing to spend money optimizing and adapting to such a point, let alone developing specialized apps. ”

“Yes, if there were 80 million users, I'm afraid we'd have done it already!"

After a discussion among Xiaomi's executives, they were all caught up in the idea of bitterness.

Yes, on the surface, the tablet market is a big cake, but it is subtle, they Xiaomi wants to work in this field, there is a feeling of not being able to talk.